Be Different

Different brands get noticed. Not just for their off-the-wall advertising or sometimes shock value, but for communicating a meaningful point-of-difference. Take Altoids® for example. The brand revolutionized mints. Strong statement? Yes, but true. Different product. Different packaging. Different communication. Different in everything they do. That's revolutionary.

...But Focus on Benefit

For Altoids® though, it's all about benefit. The tag line, "The Curiously Strong Mints" is really a mini positioning statement. Stronger is better, from intense taste and steely tin packaging to the emotional bond the brand makes with you.